Smarter Google Ads and triple the leads
How we took a beauty industry RTO from only 4 to 20+ leads per day, and slashed CPL by 69%
Google Ads Case Study | Nov 2024 – Jun 2025
123%
increase in conversion rate
69%
drop in cost per lead
20+
new daily leads—up from only 4
Overview
Enrolment pressure to performance
Demi International is a leading Queensland-based RTO training the next generation of beauty, hair and massage professionals across six campuses.
Renowned for producing highly-skilled, job-ready graduates, they know what performance looks like. But as their biggest enrolment season approached, performance was exactly what their Google Ads failed to deliver.
The challenge
Triple the leads and cut the fat. Do it in four just weeks.
When we started managing the account for Demi, leads had gone backwards and were way off target. CPL was through the roof, branded campaigns were eating up budget, and there was no strategy in place to scale. Conversion rates? Nowhere near where they needed to be.
With their biggest enrolment season looming, they needed more than a tune-up. They needed a complete turnaround, and fast.
The brief? Bold.
- Triple lead volume
- Slash CPL by at least 40%
- Do it all in time for the December–January intake rush
With high stakes, tight timelines and zero room for wasted spend, we built a strategy that could move fast and hit hard. Game on.
The solution
A smarter, leaner Ads strategy built on intent – not guesswork.
First, cut waste and reallocate budget from branded terms
Demi’s previous agency was paying for branded search traffic they already ranked for—and it wasn’t hitting ROAS targets.
With a short-term performance goal in focus, we cut branded spend and reallocated budget to high-intent, non-branded campaigns that unlocked net-new growth.
Then, we restructured and refined campaign strategy
We consolidated and optimized Performance Max: tightening audience signals, updating assets, and aligning conversion goals around high-value qualifications like beauty therapy, hairdressing, and barbering.
But PMax alone wasn’t covering every intent gap. So we layered in non-branded search campaigns targeting the same qualifications to boost search coverage and impression share where it mattered most.
Low-performing campaigns were scrapped. Budget was reallocated to the verticals with the best margins and strongest lead quality.
Weekly check-ins kept us laser-focused on lead quality
We didn’t just want more leads–we wanted the right ones. Weekly calls gave us real-time insight to enrolment conversions, so we could refine campaigns and messaging based on what was actually working.
The results
Immediate results, long-term momentum
Leads skyrocketed to 20+ per day
In just four weeks, we completely flipped the script. Paid leads soared, organic visibility improved, and targets were exceeded—all while reducing reliance on branded campaigns.
By cutting inefficient spend, we freed up budget to drive growth and let organic traffic do its job.
This is what happens when expert Google Ads management aligns with clear business goals.
123%
boost in Conversion Rate (CR)
69%
decrease in average Cost Per Lead (CPL)
20+ leads per day
up from just 4-5
What does the future hold?
With the foundation locked in, Demi International is set up to keep growing, and keep winning. From here, it’s all about expanding reach, optimising lead quality, improving conversion post-click and building a full-funnel approach that supports every step of longer buyer journeys.
The content Searcht has created collaboratively with our team is really aligning so well with the strategy for the Demi International brand. It’s exactly the kind of long-term value we were aiming for.
Start with strategy. Start with Searcht.
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